How Teenagers Consume Media | Morgan Stanley

This report has caused quite the stir after MS released it. No-one is seriously suggesting any statistical accuracy, but it is interesting in context of how teens use internet, and we know that generational change occurs based in some part on how teens grow up. Enjoy.

A research note written by a 15-year-old, who was not born when former chancellor Nigel Lawson dismissed City analysts as ” teenage scribblers “, has become the talk of middle-aged media executives and investors.

Morgan Stanley’s European media analysts asked Matthew Robson, one of the bank’s interns from a London school, to describe his friends’ media habits. His report proved to be “one of the clearest and most thought-provoking insights we have seen. So we published it,” said Edward Hill-Wood, head of the team.

The response was enormous. “We’ve had dozens and dozens of fund managers, and several CEOs, e-mailing and calling all day,” said Mr Hill-Wood, 35, estimating that the note had generated five or six times more feedback than the team’s usual reports.